Craig McNamara blogs and podcasts about advertising and working in advertising

Thursday, April 24, 2008

Frosting a balloon

The other day a friend and I were discussing the books of marketing guru, Seth Godin. More specifically, we were discussing his book titles and how they intriguingly and memorably expressed each book's central theme. (Thus, his book, "Purple Cow" extolled the virtues of making your business "remarkable," and "Meatball Sundae" warned of marketing that was out of sync with customers' needs.) As a lark, we tried free-associating our own Godinesque marketing analogy, and came up with this:

"Frosting A Balloon" -- when a fancy marketing tactic or creative concept conceals the fact that there's nothing but empty air just below the surface.

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About Me

Craig McNamara, writer, has over 25 years experience in creating advertising, including 14 years at several of Minneapolis' best-known ad agencies. His work has won awards in both local and national award shows. He's also the author of a book on Minneapolis/St. Paul history and culture. You can find out more about him and view his portfolio at craigmwriter.com.

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